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Invista starts production of Lycra Xtra Life thread

03
Mar '09
INVISTA starts with exclusivity in the Country the production of LYCRA Xtra Life thread, which provides greater durability to the fabrics made with the thread, conserving the forms of the pieces exposed to chlorine, avoiding that appearance of fading after many washes. Developed in a laboratory, a special polymer is added to the thread, creating greater resistance to breaking and wear. Starting in January, the company plant located in Paulínia, interior of São Paulo, is the second factory in the world to produce the thread.

The technology, launched four years ago, was imported from the United States. “The choice of Brazil is due to the large volume of pieces produced for the beach fashion segment in the local market”, explains Carolina Sister, the brand's marketing director for LYCRA thread for Latin America. Approximately 83 million pieces are produced per year in the country.

Of this total, it is calculated that 78% are feminine and 22% masculine. According to market information, it is also estimated that 6% of the national production is designated for exports. Or in other words, 4.9 million national beach fashion pieces took on the world which already use the LYCRA Xtra Life thread technology. With this, the Brazilian brands will be able to offer creations with the same quality and durability of international fashion brands.

With this innovation, the pieces in contact with chlorine increase there working life, keeping their new shape up to 10 times more than pieces that contain elastic without thus type of treatment. Numerous surveys done with consumers indicated the great importance given to pieces with perfect fits and which hold their shape.

Attentive to offering the client the best, INVISTA substituted all its offer for beach fashion for this technology. “already in 2009, we expect an increase of 10% in the sales of this product, already substituting all the current offer of the LYCRA thread for the beach fashion market, and an elastic penetration increase of 2% to 3% through the LYCRA Xtra Life thread in the pieces designated to aquatic sports”, declares Carolina. Just the clients participating in the 100% LYCRA program will have access to the product ans they are Doutex, Rosset, Salotex, Santaconstancia and Sayoart. The Brazilian production unit will also serve all the Latin America demand.

Also created was the exclusive LYCRA Xtra Life thread label which will be put on all pieces that have the added technology. Besides this, explanatory materials will be present at the main beach and sports fashion sales points.

Brazilian Textile and Apparel Industry Association


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